This case describes the start-up of SENZ Umbrellas, a Dutch venture founded by three graduates of Delft University of Technology (the Netherlands) who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited.
It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market. In particular, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. This case can be used both in entrepreneurship courses to illustrate marketing issues common to the ‘start-up’ stage, and in strategic marketing programmes.
Written by Armand Smits and Wynand Bodewes from Maastricht University and Maastricht Centre for Entrepreneurship. Dowload the full case and teaching note at www.thecasecentre.org or request them from w.bodewes@maastrichtuniversity.nl.
